{"id":12212,"date":"2020-10-30T09:45:45","date_gmt":"2020-10-30T09:45:45","guid":{"rendered":"https:\/\/www.vccp.com\/?post_type=news&p=12212"},"modified":"2020-10-30T09:45:45","modified_gmt":"2020-10-30T09:45:45","slug":"how-to-create-a-memorable-brand-mascot","status":"publish","type":"news","link":"https:\/\/www.vccp.com\/uk\/news\/2020\/oct\/how-to-create-a-memorable-brand-mascot","title":{"rendered":"How to create a memorable brand mascot"},"content":{"rendered":"
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\r\n Mascots will live or die depending on the narrative that surrounds them. Darren Bailes, VCCP, ECD<\/cite> <\/blockquote>\r\n \r\n \t\t\t \t\t\t
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Creative Review recently asked whether brand characters present the perfect opportunity to connect, or have they become old hat?\u00a0<\/p>\n

To get some insight into the topic they spoke to VCCP’s ECD, Darren Bailes.<\/p>\n

According to Bailes \u2013 who was also on the team that launched PG Tips\u2019 Monkey into the world \u2013 mascots can really shine if they’re able to bring to life a particular aspect or personification of a brand. For companies struggling to convey an idea or concept, a brand character offers an immediate and relatable way to do so. But that doesn\u2019t mean it\u2019s the easy answer.

Read the full piece here<\/a>.\u00a0<\/p> \t\t<\/div>\r\n \t\t\r\n <\/div>\r\n \r\n <\/div>\r\n<\/section><\/div>","protected":false},"excerpt":{"rendered":"","protected":false},"author":22,"template":"","categories":[191],"class_list":["post-12212","news","type-news","status-publish","hentry","category-agency-news"],"acf":{"author":false,"capability_ids":[],"client_id":"","hero_video":"","hero_image":{"ID":12055,"id":12055,"title":"6. Bubl.Hiking","filename":"6.-Bubl.Hiking.jpg","filesize":507627,"url":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2020\/09\/6.-Bubl.Hiking.jpg","link":"https:\/\/www.vccp.com\/uk\/work\/o2\/introducing-bubl\/attachment\/6-bubl-hiking","alt":"A blue robot","author":"22","description":"","caption":"","name":"6-bubl-hiking","status":"inherit","uploaded_to":12061,"date":"2020-09-13 18:24:06","modified":"2021-05-20 17:05:20","menu_order":0,"mime_type":"image\/jpeg","type":"image","subtype":"jpeg","icon":"https:\/\/www.vccp.com\/uk\/wp-includes\/images\/media\/default.png","width":1920,"height":1080,"sizes":{"thumbnail":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2020\/09\/6.-Bubl.Hiking-150x150.jpg","thumbnail-width":150,"thumbnail-height":150,"medium":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2020\/09\/6.-Bubl.Hiking-300x169.jpg","medium-width":300,"medium-height":169,"medium_large":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2020\/09\/6.-Bubl.Hiking-768x432.jpg","medium_large-width":640,"medium_large-height":360,"large":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2020\/09\/6.-Bubl.Hiking-1024x576.jpg","large-width":640,"large-height":360,"1536x1536":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2020\/09\/6.-Bubl.Hiking-1536x864.jpg","1536x1536-width":1536,"1536x1536-height":864,"2048x2048":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2020\/09\/6.-Bubl.Hiking.jpg","2048x2048-width":1920,"2048x2048-height":1080,"Header":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2020\/09\/6.-Bubl.Hiking-1920x720.jpg","Header-width":1920,"Header-height":720,"Wide":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2020\/09\/6.-Bubl.Hiking-1920x960.jpg","Wide-width":1920,"Wide-height":960,"Square":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2020\/09\/6.-Bubl.Hiking-768x768.jpg","Square-width":768,"Square-height":768,"Tall":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2020\/09\/6.-Bubl.Hiking-307x615.jpg","Tall-width":307,"Tall-height":615,"Mobile":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2020\/09\/6.-Bubl.Hiking-768x960.jpg","Mobile-width":768,"Mobile-height":960,"Facebook":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2020\/09\/6.-Bubl.Hiking-1200x630.jpg","Facebook-width":1200,"Facebook-height":630,"Grid-Item-Square":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2020\/09\/6.-Bubl.Hiking-768x768.jpg","Grid-Item-Square-width":768,"Grid-Item-Square-height":768,"Grid-Item-Wide":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2020\/09\/6.-Bubl.Hiking-768x384.jpg","Grid-Item-Wide-width":768,"Grid-Item-Wide-height":384,"Grid-Item-Tall":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2020\/09\/6.-Bubl.Hiking-307x615.jpg","Grid-Item-Tall-width":307,"Grid-Item-Tall-height":615}},"meta-title":"How to create a memorable brand mascot","meta-description":"","social-media-image":false,"news_id":"191","related_content_title":"You may also like","relateditems":false,"hide_related_items":[],"visible_on_home_page":["1"],"websites_to_publish":[]},"_links":{"self":[{"href":"https:\/\/www.vccp.com\/uk\/wp-json\/wp\/v2\/news\/12212","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.vccp.com\/uk\/wp-json\/wp\/v2\/news"}],"about":[{"href":"https:\/\/www.vccp.com\/uk\/wp-json\/wp\/v2\/types\/news"}],"author":[{"embeddable":true,"href":"https:\/\/www.vccp.com\/uk\/wp-json\/wp\/v2\/users\/22"}],"wp:attachment":[{"href":"https:\/\/www.vccp.com\/uk\/wp-json\/wp\/v2\/media?parent=12212"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.vccp.com\/uk\/wp-json\/wp\/v2\/categories?post=12212"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}